Jahmel Coleman 13121870 Jake Howard 13135014 Leslie Latchman - - - PowerPoint PPT Presentation

Jahmel Coleman – 13121870
 Jake Howard – 13135014 Leslie Latchman - 13148356 Jorge Powell - 12096146

PESTEL Analysis

Political 


• No governing body (Lee ,2014)

• Safety Requirements 



 Economic


• Decreased tourism (Mintel, 2013)



 Social


• Household income squeeze (Mintel, 2013)

Technological


• Apples iBeacon (Mintel, 2013)

• Use of touchscreen devices (Mintel, 2013)



 Environmental


• Endangering Species (Peta, 2013)



 Legal


• Zoo’s Licensing registration (Ltd, W, 2014)

CUSTOMER PROFILES

Families

Group: Family Location: Hull (Humberside) Age: Young Families Aim: Day trip featuring both/or either fun and learning Decision Maker: Mother 
 (Mintel, 2013)

Competitors

Flamingo LAND 
 
 Topic: Zoo and Theme Park
 Cost: Family Ticket (2 adults & 2 children or 1 adult & 3 children) £95.00 (online price) and £110.00 (on the day price)
 USP: Theme park with rides tailored to families and a Zoo. Plus a resort if families wanted to stay the weekend. Hull Arena
 
 Topic: Sport, Fun, Leisure 
 Cost: Family Ticket (2 or 3) £10 or £14.60 Skate Hire £2.30 Little Icicles Session: £5.20 (including S.H)
 USP: Only ice rink in area. Also do dancing lessons for adults and juniors.

Little Monkeys Topic: Fun/Leisure Cost: Weekends/School Holidays: Under 5’s £4.00 and 5’s and Over £5.00. Weekdays (School Term): Under 5’s £2.80 5s and Over £2.80, Adults go free (when accompanying a child) USP: Very popular among kids and it’s cheap (Little Monkeys Fun House, 2014) (Hull City Council, 2014) (Flamingo Land, 2014)

Schools

Location: Yorkshire and Humberside Age: 5-15 Aim: Scientific learning and fun Decision Maker: Course Leader, Head teacher, School Board

Competitors

Thackray Medical Museum Age: Younger audience Topics: History, Team Building, Engineering, Science Prices: Student £4 per student, special workshops (£150) USP: Specially tailored to the National Curriculum Yorkshire: Living Seas Centre

Age: Primary school orientated Topics: Preservation, Environmental Studies, Science, Geography Background: Non-profit organisation for preservation Prices: Free to visit, reserved for school visits during term time USP: Based near sea and has the “Seashore Safari” Magna Science Adventure Centre Topics: Science, Geography, Environmental Background: Charity for heritage Prices: Adults £9.85, Child £8.05, deal for families of 3-6
 USP: Sci-Tek outdoor playground & big set piece rooms

SEALife: Scarborough Age: Mainly primary school Topics: Environment Centres, Geography, History, Leisure & Tourism, Science
 Background: Big multinational Prices: Ranging from £4.50 per student - £7.50 
 USP: Interactive, hands on experience (Visit Sealife, 2014) (Thackray Museum, 2014) (UK School Trips, 2014) (Visit Magna, 2014)

Educational Parties

Group: Universities, Colleges and specialist groups
 Location: North of England
 Aim: Focused Learning
 Decision Makers: Course Leaders, Group Involvement, Lecturers

Competitors

Chester Zoo Prices: Groups (15+) - Adults £12.50 (OP), £15.50 (P), Student £11.50 (OP) & £14 (P) USP: Have trips designed around AS/A2 courses for college students, will design trips around parties as per request. Twycross Zoo Prices: College & University Students £9, Staff £10 Background: Charity ran organisation USP: Trips designed around groups with talks from experts lasting 45-60 mins, “World Primate Centre”. Blue Reef Aquarium (Tynemouth) Prices: (Online) Standard £9 Background: Backed by big multinational ASPRO Parks in partnership with local charities for conservation USP: Rockpool encounters, includes colonial of Cotton Top Tamarin monkeys. Knowsley Safari Prices: Group (15+) in 1 vehicle from £7.50 USP: In car safari, “keeper for the day” package, Travellers Choice 2014 Winner

(Chester Zoo, 2014) (Twycross Zoo, 2014) (Blue Reef Aquarium, 2014) (Knowsley Safari Experience, 2014)

SWOT

Weaknesses

• Doesn’t relate to National Curriculum
• Lack of diversity
• Located next to the sea
• Not mentioned in some Tourist / Aquarium list

Opportunities

• Charity based
• Lack of direct competitors within Hull
• New Twilight Zone
• People going on “stay cations” (Mintel, 2013)

Threats

• Competitors abide by National Curriculum
• Economics of scale of competitors

Strengths

• Strong attractions
• Socially responsible
• Unique restaurant
• Traveller choice 2014

PLATFORMS AND MEDIA

Families

TV: iTV (Nationwide) Share of Viewing: 11% Average Weekly Reach: 32,855,000 Average Daily Reach: 14,673,000 Newspaper: Hull Daily Mail Supplement Target Audience: Females, families aged 25-44 Circulation: 39,800 Price: Free Magazine: Yorkshire Womens Life Target Audience: ABC1&2, independent women Circulation: 15,000 Price: Free

(BRAD, 2014)

Schools

Magazine: Education in Science Target Audience: all phases of education; early years, primary, secondary and post-16 Circulation: 14,000 Email: Primary & Secondary School Bulletin Target Audience: Head teachers, deputy heads, subject heads and other senior education decision makers

(BRAD, 2014)

Educational Parties

Journal: Annals of Applied Biology Target Audience: Scientists, researchers, universities Circulation: 800 Newspaper: The Guardian Target Audience: Typically AB social economic background, left wing Circulation: 177,915

(BRAD, 2014)

Demographic Type Looked for a special discount/ offer before visiting (%) Choose to visit an attraction because it combined elements of fun & learning (%) Family 52 30 Family (Under 10s Only) 53 33 Family (10-15s Only) 51 28 Working Mother 56 28 No Family 47 20 Yorks / North East 42 28 London 41 19 Broadsheet 33 24 Mid-Market Tabloid 39 20 Popular Tabloid 38 14 Source: Mintel

Marketing Communications

• The DEEP needs to have a clear message of a combination of fun and learning and this

should be channeled through broadsheets like the Guardian


• The use of vouchers through tabloids

Base: 1,308 adults aged 16+ who have visited attraction in the last 12 months

Summary

• Background information on the macro

business environment 


• Clear segmentation of audience by location,

decision makers and expectations 


• Selected relevant competitors for each

audience 


• Detailed analysis micro environment

• Appropriate platforms to appeal to target

audiences 


• Communication methods on how to convey

the message to the target audiences

• Blue Reef Aquarium, (2014). Blue Reef Aquarium Tynemouth. [online] Available at: http://www.bluereefaquarium.co.uk/tynemouth/ [Accessed 16 Dec. 2014].

• BRAD, (2014). Annals of Applied Biology. [online] Available at: http://www.bradinsight.com/BRAD/Profile/Title/a0HD000000B2bvCMAR#overview [Accessed 16 Dec. 2014].

• BRAD, (2014). Yorkshire Women's Life. [online] Available at: http://www.bradinsight.com/BRAD/Profile/Title/a0HD000000B2aZsMAJ [Accessed 16 Dec. 2014].

• BRAD, (2014). Education In Science. [online] Available at: http://www.bradinsight.com/BRAD/Profile/Title/a0HD000000B2bPrMAJ?

isexpanded=False&isbold=False&isthumbnail=False#overview [Accessed 16 Dec. 2014].

• BRAD, (2014). Female - Supplement To Hull Daily Mail & East Riding Mail. [online] Available at: http://www.bradinsight.com/BRAD/Profile/Title/

a0HD000000B2aM5MAJ#rates_press [Accessed 16 Dec. 2014].

• BRAD, (2014). The Guardian. [online] Available at: http://www.bradinsight.com/BRAD/Profile/Title/a0HD000000B2c4kMAB#circulation [Accessed 16 Dec. 2014].

• BRAD, (2014). iTv. [online] Available at: http://www.bradinsight.com/BRAD/Profile/Title/a0HD0000008juDNMAY#audience] [Accessed 16 Dec. 2014].

• BRAD, (2014). Secondary Schools Bulletin. [online] Available at: http://www.bradinsight.com/BRAD/Profile/Title/a0HD000000B2cAMMAZ [Accessed 16 Dec. 2014].
• Chester Zoo, (2014). Visit Chester Zoo. [online] Available at: http://www.chesterzoo.org/?gclid=Cj0KEQiAzb-kBRDe49qh9s75m-

wBEiQATOxgwVkhjINcPjw8xbxlR4M2hELfl1y7SzDJ69Kz3QwzB5gaAtAs8P8HAQ [Accessed 16 Dec. 2014].

• Flamingo Land, (2014). Flamingo Land. [online] Available at: http://www.flamingoland.co.uk [Accessed 16 Dec. 2014].
• Hull City Council, (2014). Hull Arena. [online] Available at: http://www.hullcc.gov.uk/hullarena [Accessed 16 Dec. 2014].
• Jungle Zoo (2014). The Jungle Zoo. [online] Available at: http://www.thejunglezoo.co.uk/index.php [Accessed 14 Dec. 2014].
• Knowsley Safari Experience, (2014). Visit Knowsley. [online] Available at: http://www.knowsleysafariexperience.co.uk [Accessed 16 Dec. 2014]
• Lee, J. (2014). Do You Know Where Your Aquarium Fish Come From?. [online] National Geographic. Available at: http://news.nationalgeographic.com/news/2014/07/140718-

aquarium-fish-source-sustainability-animals-ocean-science/ [Accessed 14 Dec. 2014].

• Little Monkeys Fun House, (2014). Visit Little Monkeys. [online] Available at: http://www.littlemonkeysfunhouse.co.uk/littlemonkeys/index.php [Accessed 16 Dec. 2014].

• Ltd, W. (2014). Aquarium Technical. [online] National Aquarium. Available at: http://www.national-aquarium.co.uk/consultancy/aquarium-technical [Accessed 14 Dec. 2014].

References

• Mintel. (2013). Visitor Attractions - UK. [online] Mintel. Available at: http://academic.mintel.com.ezproxy.mmu.ac.uk/display/690398/ [Accessed

14 Dec. 2014].

• North Lincolnshire Council, (2014). Welcome to North Lincolnshire Museum. [online] Available at: http://www.northlincs.gov.uk/tourism-

museums-and-the-arts/north-lincolnshire-museum/north-lincolnshire-museum-visitor-information/welcome-to-north-lincolnshire-museum/ [Accessed 11 Dec. 2014].

• PETA, (2013). Fish in Tanks? No, Thanks!. [online] Available at: http://www.peta.org/issues/companion-animal-issues/companion-animals-

factsheets/fish-tanks-thanks/ [Accessed 14 Dec. 2014].

• Thackray Medical Museum, (2014). Thackray Museum. [online] Available at: http://www.thackraymedicalmuseum.co.uk [Accessed 16 Dec.

2014].

• Twycross Zoo, (2014). Twycross Zoo. [online] Available at: http://twycrosszoo.org [Accessed 16 Dec. 2014].
• UK School Trips, (2014). Yorkshire Wildlife Trust Potteric Carr and Living Seas Centre. [online] Available at: http://www.ukschooltrips.co.uk/

advanced-search/school-trip-destinations/yorkshire-wildlife-trust-potteric-carr-and-living-seas-centre [Accessed 16 Dec. 2014].

• Visit Magna, (2014). MAGNA Science Adventure Centre. [online] Available at: http://www.visitmagna.co.uk [Accessed 16 Dec. 2014].

• Visit Sealife, (2014). SEA LIFE Scarborough. [online] Available at: http://www.visitsealife.com/scarborough/ [Accessed 16 Dec. 2014].

• Yorkshire Wildlife Trust, (2014). Living Seas Centre [Online] Available at: http://www.ywt.org.uk/Living-Seas-Centre [Accessed 14 Dec. 2014].

• Wainwright, M. (2012). Tidal power harnessed to light and heat the huge Deep aquarium in Hull. [online] the Guardian. Available at: http://

www.theguardian.com/uk/the-northerner/2012/mar/06/tiday-energy-hull-the-deep-wind-turbines [Accessed 14 Dec. 2014].